S4C gets a rebrand

Welsh channel S4C will unveil a new identity this month, replacing the current on-screen look, which has been in existence since 1993.

The initial series of channel idents, directed by award-winning promo director Simon Ratigan, are said to be based on the concept of "uncontrollable attraction", and "reflect the Welsh feeling of an emotional affinity to the homeland, whether near or far."

S4C chief executive, Iona Jones, said: "The new brand reflects S4C's agenda for creative excellence. It demonstrates a renewed confidence in our content and will help the channel stand out as a multi-platform operator in the all-digital environment."

Filmed on location in Wales, the concepts were conceived by Proud Creative, with help from consultancy arm, onedotzero and creative production collective, Rare.

Dylan Griffith, creative consultant to S4C and overall creative director of the project said: "While the identity and tone of voice of the re-brand are inherently Welsh, we have avoided traditional Welsh icons. Our aim has been to reflect the broad and contemporary appeal of S4C's programmes."